Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 266 47 mins

Using Interactive Marketing Content to Reduce Choice Paralysis

About the guests

Saksham Sharda

Kunle Campbell

Saksham Sharda is the Creative Director of Outgrow, a platform that lets marketers build and launch interactive calculators and viral quizzes that help engage your website visitors and generate more leads. Numbers wise, they have over 5,000 paying users. They are #1 B2B Tech Company in NY according to G2 and HubSpot's fastest growing app in 2019.

On today’s episode, Kunle is joined by Saksham Sharda, Creative Director at Outgrow, an interactive marketing engagement platform that enables brands to build and launch interactive calculators and viral quizzes that help engage website visitors and generate more leads.


eCommerce and DTC businesses pride themselves on offering their customers a wide variety of products to choose from. Yet most of the time we find that visitors browse a bunch of pages but leave without buying anything. This often gets interpreted as a lack of options – when in fact it’s the opposite. Our guest today argues that customers get overwhelmed by too many choices and simply can’t decide what to buy! This is called Decision or Choice Paralysis.


So how can we help customers overcome this dilemma to then click and buy? By giving them a nudge in the right direction so that they quickly zero in on what they came for. This is where interactive marketing content comes in. Creating interactive applets and widgets that fit your products and customers bridges the divide and can lead to higher sales.


Kunle and Saksham talk about the why and how of using interactive marketing content. You will get to learn from sample use cases, best practices and creative ideas for interactive content – and how to get it done with simple drag-and-drop tools. This is a great episode for founders, marketers, influencers and anyone looking to understand how interactive marketing content can improve eCommerce conversions!


Here is a summary of some of the most important points made,

  • Product recommendations are vital for B2C businesses
  • Applets and widgets can be built using No-code tools
  • Interactive content increases engagement and helps build lists
  • Providing an automated “shopping assistant” can help you stand out from the crowd

Covered Topics:

On today’s interview Kunle and Saksham discuss,

  • B2B & B2C Use Cases
  • Building without code
  • Choosing the right content for your business
  • Widget placement best practices


  • 09:30 – What does Outgrow offer?
    • Build interactive
    • Contests/Giveaways/Polls/Assessments/Quizzes
    • Embed on store/blog/email
    • Analytics on each campaign
  • 12:40 – Examples of B2B & B2C decision paralysis
  • 18:00 – B2C use cases
    • Helps big stores with high number of SKUs
    • Equally effective for niche stores with lesser options
  • 20:35 – Outgrow’s functionality:
    • No-code solution
    • Use drag and drop builders to create widgets
    • Almost 2000 templates available for 21 industries
  • 23:40 – Best performing widgets:
    • Calculators work well for B2B businesses
    • Contest/Quizzes/Polls work well for B2C businesses
  • 25:50 – Outgrow integrates natively with Shopify and many other
  • 27:05 – Why Embed works better than Popup on Mobile devices
  • 29:05 – Best placements for recommendation engines:
    • Can be used on product pages after a certain scroll point
    • Abandoned cart emails
  • 33:40 – Using chatbots to guide visitors through a user flow
  • 34:30 – How affiliates can use contests
  • 38:50 – How COVID has levelled the playing field for smaller eCommerce businesses
  • 43:00 – Predictions for eCommerce in the next 3-5 years:
    • Growth in Mis-information
    • Interactive content will become the norm
  • 45:50 – Special offer for 2Xers


  • Making it easier for customers to decide can boost sales
  • Creative and complex interactive content can be built without coding
  • Interactive content boosts engagement and data collection

Links & Resources

Tweetable Quotes:

“If you can help customers make a decision, they will buy from you.”

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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